The decision to interact and purchase now takes place anywhere, at any time, through any device. Guests and travelers “glide” effortlessly between online and on-property. Travel planning has become part of a modern, digital lifestyle where consumers integrate mobile, social, search, comparison, deal sites and a host of other digital experiences into their decision and purchasing process. Hospitality and travel brands need to optimize and integrate each medium into a seamless whole and by doing so, they need to transition from thinking about their internal channels to the guest or traveler’s channel. In short, it’s about being customer centric rather than silo centric.